Mist:Understood continues
aerosol outreach…
Through the launch of its Mist:Understood social
media campaign in August 2018, the Consumer
Aerosol Products Council (CAPCO) is helping change
Millennials’ perceptions of aerosols from neutral to
positive. Research commissioned by the group reveals
that 73% of this demographic, ages 23–38, have a
neutral feeling regarding aerosols. Through the use of
social media platforms such as Instagram, Facebook and
Twitter, CAPCO is helping drive consumer demand
for aerosol products across all product categories. This
strategy reflects CAPCO’s shift from being a defender
of the aerosol industry to an active promoter.
In 2017, CAPCO launched the Make More Magic
brand. Under that brand, the first active promotional campaign
called Mist:Understood was launched in 2018. Posts on social media
show the positive aspects of aerosol products, many endorsed by
media personalities such as spray paint artist Mike Graves and Alex
Krill of Threepence Vintage Motorcycle Shop.
From Aug. 1–Dec. 31, 2018, CAPCO reached 2.5 million
people through social media. Total engagements and video views
were 264,091, with the most engagements occurring in October,
followed closely by September. The number of people following the
Mist:Understood campaign on social media topped 5,500.
The top performers for Mist:Understood’s Instagram posts were
illustrated, eye-catching and lighthearted content. For example, a
holiday tip was given to use an oxygen boost spray—which is often
used by athletes to sustain prolonged activities—to provide energy
to clean up after New Year’s Eve parties. The post incorporated
the hashtags #recycle and #NewYearNewMe. It resulted in a 19.5%
engagement rate, which was 191% above the previous average.
Another well-performing Instagram post during the holidays
showed an illustration of silly string and suggested using it when
family functions become too tense. It got a 53%
36 Spray March 2019
view rate, which was
141% above the previous
average.
The top performing
Facebook post focused
on playfully buying a
room spray as a stocking
stuffer for a friend
who may need it. It got
a 40% view rate, which
was 18% less than the
previous average. The
second top performing
Facebook post
again mentioned using
oxygen boost spray
after New Year’s Eve
gatherings. It resulted
in a 7.2% engagement
rate, which was 64%
Keep it fresh. Gift a room fragrance spray to a
friend who needs it, but doesn’t know it.
above the previous average. The
New Year’s Eve post wove in two
messages that resonated strongly
with the audience: recycling
and feeling your best going into
2019.
Twitter top performers
included a holiday tip to use
spray adhesive to help seal wrapping
paper on gifts, which got
a 10.1% engagement rate and
boosted the previous average by
84%. A large portion of viewers
clicked on the illustration to
view the tip in more detail.
The second top performing
tweet was a video with “Joey,”
a regular Millennial guy, who
promoted using sprays to clean
Tackle a (really) good night of celebrating
the new year with Boost Oxygen spray,
then recycle the remnants of the night.
Laugh in the face of holiday stress. Keep silly
string on hand for tense times with the fam.
#instagood